“I didn’t get anything”
“Boosted for €1 and no one saw my post”
“Budgeted €2 a day and got no business – Facebook ads are a scam!”
Sound familiar? Oh yes, very familiar.
Don’t let one or two sour grapes stop you drinking from the wine glass of Facebook success. Oh no.
Here are 11 simple Facebook Ads boosting tips to make your next advert a success.
[Updated] May 2016 – Boosting does work. If your fans have a problem related to your product or services, then boosting works.
However, the boosting problem is astronomical difficult if your fans do not care about your business. I hear you saying “all fans care about my business”, well probably not. Let me explain.
Have you ever been part of a ‘like exchanges’ or a ‘like ladder’? The idea of exchanging page likes with other page owners with the simple goal of increasing the fan count of your page.
The reality? These ‘fans’ are not fans in the sense they are interested in your business and worse they more than likely never buy from you. It is vanity numbers, proxies, placeholders and bloat.
1) The Best Facebook Boost a Post Advice?
Don’t blame the tools. Instead review and adjust how the tool is being used.
The best boost a post advice? Don’t.
Don’t boost a post is the TL;DR advice.
Really? Why not boost a post?
Because, boosting a post is a crude and unrefined instrument Facebook uses to suck up your budget. Sucking up your budget and leaving you with the ‘what just happened’ feeling of poor result and an empty pockets! Oh my.
The boost button is designed to increase engagement on a post – not get sales, not get sign-ups to a giveaway, not get people to click to your website.
Yet, Facebook advertising is a super powerful platform. You’ve heard the stories, you’ve read the case studies and now it is your turn to get out-sized results. Oh my.
Yet, the boost button is not the super powerful advertising platform.
You are a smart and a savvy boss ( because you are reading this blog! – insert smiley face emoji ), and you want to grow your business but, you don’t want to waste money in the process. So:
Use Facebook Ads but, move quickly away from the crack cocaine of the Facebook boost button and use the Ads Manager, or Power Editor. You will then get the results you want you can tell all your friends and (be the hero and) become a better business owner.
But, the blue boost button? Meh.
I’m bullish on Facebook advertising.
But, bearish on the Facebook boost button.
You will do so so much better by graduating away from the ‘boost’ button.
2) The Lucrative Five Don’t-Press-the-Boost-Button Reasons to not press the boost button
- You can only boost one post at a time. As an advertising beginner this point does not matter. However, when you ramp up your advertising efforts, and layer and order your adverts to target and retarget prospects, then running multiple adverts is a requirement.
- Boosting uses the Post Page Engagement Campaign (Objective). If you want page likes, promote an offer or events, or get off-site conversions? Not with the boost button.
- Audience Targeting is limited with boosting. Yes, demographic targeting is available – age, gender, location. So is interests. But, behavior targeting, targeting other Facebook pages, is not. Nor can you build Facebook Custom Audiences. Power and finesse happens when your layer behaviors on top of interests. Not allowed with boosting.
- Reducing costs is not possible with a boosted. Nope! Not possible. Narrow the interest targeting? Nope. Choose interest a, b, and c, but exclude x, y? Nope. Optimize your photo/image? Nope. Worse still you cannot edit a boosted post, you must delete it and start over.
- Ad placement of a boosted post is only on the desktop and mobile news feed. No Instagram, no Audience Network, no Desktop Right hand column, and no ability to target different mobile devices or operating systems.
More reading on the subject: 8 Reasons Boost Post on Facebook Isn’t Very Effective
Rules!! Advertising on Facebook has rules. You/we/all must follow the advert rules set out by Facebook. This page is the home of the Facebook Advertising Policies. During a quite Sunday afternoon crack the page open and read.
Enough with the rules and negativity Urban!! Ok, there is one solid use case when the ‘boost’ is perfect.
I hear you asking ‘is pressing the boost button a guarantee my ad will be seen?’
3) Facebook Advertising as one Big Auctioneers Hammer Blow
Going Once, Going Twice, SOLD
Brand equity and awareness aren’t automatic; companies must employ frequent attempts to introduce their brand and services to their target audience. – ShortStack
A short review of the Facebook Advertising system.
Firstly, it is an auction. Not in the traditional ‘I-bid-more-money-than-you-so-I-win’ auction. Yet, still an auction.
Secondly, (and crucially) the ad which creates the most overall value for users will win the auction. Read. That. Again. Slowly. Not she who bids the most, but, she who offer the most value to the user.
Yes, the Facebook’s advertising system is ‘smart’ and can determine the forward value of your advert!
…at the core of how our ad auction works is the idea that people should see ads that are relevant to them and ads should deliver as much value as possible for the business.
This is different than a traditional auction because the winner isn’t the highest monetary bidder, but the ad that creates the most overall value.
Total value of ads is determined by:
- Advertiser Bid – the money you say you would pay
- Ad Quality & Relevance — represent how interested Facebook thinks a person will be in seeing your ad — specifically the measures of the ads quality and relevance.
- Estimated Action Rates — how likely, the eligible person (fan, audience), is to take the actions required to get you the result you’ve optimized for.
The money you bid is important, but, relevancy, quality and anticipated action rates of the audience are also important.
Getting your boosted post in front of your fans is a bigger than simply ‘press and hope’.
Jargon separates ‘those in the know’ from those not in the know. Here are 14 media / advertising terms you will encounter on your advertising journey.
4) The Actual How-to Boost a Facebook Post
5) Top 13 Terms Tripping Up Facebook Advertiser – A Glossary Of Facebook Advertising Terms
EVERY time you pay Facebook it is an advertisements. Boost, sponsored, ads, or adverts.
Don’t find what you need? See the complete Facebook Ads glossary.
6) Boost A Facebook Post Like A Pro (And Stop Wasting Money)
The process of boosting is a process.
Find a post which is organically doing receiving likes, comments, and shares. Then boost that post. (Think of a boost as you adding petrol to an existing fire)
Click over to your Facebook Page, then click the Insights Tab
On left side column click ‘Posts’ then on far right click the down arrow and choose “Post Clicks / Reactions, Comments & Shares’
You’ve not filtered your page posts by which get the most engagement. Boost the top post.
Boost this top post to: 1) fans of your page, or 2) friends of fans of your page, or 3) a saved audience.
Recall from earlier the goal of boosting a post is to get more of your fans to see your post. Therefore, choose option 1 Fans of your page.
7) How often should you boost a Facebook posts?
No hard and fast rule exists on how often you should boost a post. The best use of the boost feature is to get more of your fans to see your post. You should expect more interactions, like, comments, and shares. If the post is worthy.
Secondary benefits of a boosted post is you may also get visitors to your website, signups and sales.
If you want a different results than post engagements. Then step up different ads with the Ads Manager or the Power Editor using different Campaign (Objectives).
If you only boost your promotional/sales post, then your fans will hate you, tune out and unlike your page. Use the boost feature to build a community of interested people who will buy from you.
To ‘build a community of interested people‘ post and boost informative, interesting content and 20% of the time boost a sales post and 80% of the time boost a interesting, informative post.
Successful advertising is predicated on crystal clear-mountain-spring-water-clear goals. Muddle up your advertising goals and well you are muddy. Then your results will be dirty.
8) Choose a Single Clear Goal
Everything is easier with crystal clear-mountain-spring-water-clear goals.
Clear goals produce clear results. Boosting a post is not a magic formula for business success. Therefore, let a boosted post achieve its objective – get seen by more of your fans. Do that and your results and expectation will line up perfectly.
Single clear goals
Want sales? More website traffic? Want more clicks to a landing page? Signups to a free trial or offer? Or sales?
Then don’t use a boosted post. If your goals is website traffic, clicks to a landing page, signups then you must choose the correct Campaign (Objective). They Campaign (Objectives) are only available in the Ads Manager or the Power Editor.
9) Target Three ‘Audiences’
This targeting advice is specifically for boosting a post. Not for marketing and advertising on Facebook. Why?
The posts you share on your page — eligible for boosting — have a different context (or should) compared to other adverts you create on Facebook.
Target these audiences:
- People who like your page — Fans of your page
- People who like your page and their friends
- People you choose through targeting — Saved audience
Not sure who to target with a new audience? Start with and create a Marketing Persons of for your Ideal Client.
10) Repetition, Repetition, Repetition — The Power of Repeating Advertising
Repetitive marketing means ongoing marketing, and having a long-term strategy enacted over the course of a designated time span.
1,2, or 7? Guess?
It is closer to 7. People must see an advert 7x before they buy. And it’s probably more then 7 as the 7 rule is old and created in a time when advertising was in its infancy. The 7 rule was developed by the movie industry in the 1930s. Then the only ads were in newspapers, magazines, radio, and movies.
Why care about a rule made up by dead people from 86 years ago? Because the maxim hold lots of water today.
The upshot? Don’t expect one boosted post to drive people to take action. Ok? Ok. Use the rule of 7 and put your message in front of people more often. No! Not the same message and same ad in succession.
That would be spam. Be smart, be creative and work it. Be thoughtful and come up with different posts and boost them.
11) How Much To Budget? What Does It Costs To Boost A Facebook Post
After pressing the blue Boost button a window pops up (as we saw earlier).
Depending upon which audience you’ve selected, the ads system suggests a budget and an ‘estimated reach’. Clicking the down arrow offer additional € vs reach options.
The estimated reach is an estimate.
Recall Facebook wants the user experience to remain high. Choosing a higher budget does not mean you will win the auction.
Boosting a Facebook Post
Boosting a post is the quick and dirty entry into the world of advertising on Facebook. Use the boost button only when you want your fans to see a post. Any results on top of the ‘engagement’ is a bonus.
To get remarkable business, revenue/profits you must quickly graduate away from boosting a post and use the Ads Manager or Power Editor tool.
Did you get any results from boosting a post? Let me know in the comments.